Lime Crime is an online makeup retailer that caters mainly to the alternative crowd. This is not to say that mainstream makeup enthusiast don’t enjoy this makeup because they clearly do, as Lime Crime has become a giant player within the makeup industry. They offer a lot of lipstick shades that are difficult to find from other retailers. The brand overall, is unique and unlike anything else on the market today. In addition to their popular velveteen matte lipsticks, they also offer lip glosses and eye shadow pallets. Their eyes shadow pallets are incredibly unique as well and offer unique shades. Their Venus pallet, for instance, has all of the shades needed in order to recreate a striking 90’s grunge aesthetic. Lime Crime is very popular among various social media platforms. A lot of YouTube makeup tutorials feature Lime Crime products because it has quickly become a staple among makeup gurus within the YouTube community. It is also heavily featured on other platforms such as Instagram. Lime Crime was founded by Doe Deere. Doe embodies the overall aesthetic of the brand. She is a really good poster for the brand because she is really connected with the culture associated with it. I believe this is one of the reasons why the brand has succeeded so much, because she really knows how to connect with her audience and she knows what they are looking for in their makeup products. She appears to be really enthusiastic about the brand overall and I believe this is another reason why the brand has found such great success over the last few years. I think that a lot of the younger generation is attracted to this brand due to how unique it is and how heavily influenced it is by today’s subculture. It allows people to express their individuality and to define their overall style. This is one of the reasons why I think the internet is so fond of Lime Crime, because it speaks to them in a way that other makeup companies are not able to do effectively and this is also why the brand will likely continue to see success in the makeup realm.